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-Anu13-IF-Dazzler

STAR Plus is all set to capture the pulse of today's youth with the launch of an epic love saga- Tere Liye. Young artists like Anupriya Kapoor and Harshad Chopra will add ounces of romance and depth to the plot.

The
lethal combination of Star Plus and Ekta Kapoor is back with an epic
love story that begins tonight. The show is called Tere Liye,
and it is set in Kolkata. The serial tells the story of Taani and
Anuraag, whose romance brings out the higher emotions of sacrifice,
selflessness and nobility that people experience in love.

Taani and Anuraag are separated by circumstance and reunited by the
unbreakable bond of love.

Says Ekta Kapoor, "Tere Liye presents a whole new
perspective on love stories, with the core thought being that love
ennobles you and makes you a bigger and better person." She adds,
"Balaji Telefilms and Star Plus have always partnered to bring
superlative television experience for its viewers. We expect Tere
Liye to find resonance with our audience and do well like our other
shows on Star Plus".

Taani, played by the beautiful Anupriya Kapoor, represents the
perfect traditional Bengali girl. Anuraag, on the other hand, is an
emotional boy, who loves with his heart and soul, is intense and honest
and expects his soul mate to reciprocate the same. Handsome Harshad
Chopra plays Anuraag.

We spoke to Anupriya about the show and she said: "The first episode
of the show will show a love story that's begun in childhood. I am a
simple Bengali traditional girl who understands Anuraag. She believes in
selfless devotion towards her love."

Tere Liye has the most interesting and experienced ensemble
of actors who will take it to a different high. It also stars popular
actors like Rajat Tokass, Neha Janpandit, Aadesh Chaudhary, Shakti
Arora, Neha Saxena, Geetanjali Tikekar, Chanderkant Tanreja and Supriya
Shukla will bring in the quintessential drama and keep viewers asking
for more.

Tere Liye premiering on June 14, 2010 at 10 pm and replaces Sabki
Laadli Bebo that moves to 6.30 pm on STAR Plus.

Pyari_ZahraIF-Rockerz

Increasingly, producers are using the cultural diversity card in many Hindi serials. Families belonging to regions from Maharashtra to Bengal are being portrayed on the small screen, writes Srabanti Chakrabarti

Here is a question for you on a lazy Sunday morning — think of a serial that you used to watch during the nascent days of satellite television and you might come up with names like Junoon, Khandaan, Sailaab or Dastaan. Now think of the characters and the backdrop of these shows. Do you remember which part of the country the lead characters came from? Well, all these shows were based in a metro and the characters were part of the cosmopolitan crowd who made the mega city their home. Where they came from was not important and did not make much of a difference in the serial. Now fast forward time and think of the late 90s and early 2000s — Kyun Ki Saas Bhi Kabhi Bahu Thi, Kasauti Zindagi Kay, Baa Bahu aur Baby and the retinue of saas-bahu soaps where the story was largely based in Mumbai. The Viranis of Kyun Ki…were from Gujarat, the Basus of Kasauti from Bengal and so on. One could not miss the Jai Shri Krishna and the Durga Puja in the serials!

If you think, this is just a mere coincidence, you are mistaken. In the recent past, serial makers have made a conscious effort to explore the rich diversity of India and bring it to your living room. Is it a careful ploy by the makers to help you relate to the show, thereby increasing TRPs? If it is, so successful has this ploy been that producers just can't seem to have enough of it. Ekta cites the example of her latest show Tere Liye to disagree and explain the real reason, "This show is based on two families in Kolkata.

When I agreed to make this serial, I never wanted to cater to just the Bengali audience, as this niche group can always watch such shows on regional channels. I have created Tere Liye in such a way that it can appeal to people from all over the country. I feel everyone would like to know how two culturally rich Bengali families live with each other," explains the lady, who has always expressed her fondness for the city of joy and its inhabitants.

However, if you take a look at the shows that were launched in the last few months, you will realise that increasingly, the cultural diversity card is being used as the USP of Hindi serials. Sarvgun Sampanna is based on a a Lavani dancer – a dance form from Maharashtra, Thoda Hai Bas Thode Ki Zaroorat Hai is based on a Maharastrian family who lives in the old Shivaji Park neighbourhood in Mumbai, in addition to Tere Liye. Ekta, the czarina of Indian television and the person who started the trend, says, "It is the story that is important and if it demands a focus on the region, we have to portray the same.

When I started Pavitra Rishta — the story of a typical middle-class Maharastrian family — it had a cosmopolitan feel, however, when I did Sarvgun Sampanna, the feel changed. Since the story spoke about the Lavani dance form and the struggle of dancers in rural Maharashtra, I had to bring in that element. But I do admit that of late, most of the ideas presented by my creative team have a regional background."

With physical and geographical barriers being broken by cosmopolitan lifestyles and cross-cultural marriages, the growing interest in such diverse content is partly understandable. Explains Goldie Behl, producer of Thoda Hai Bas Thode Ki Zaroorat Hai, "Though we are Punjabis, both Shrishti (his sister and co-producer) and I are married to Maharastrians. After observing our extended families for a long time and knowing them closely, we decided to make a show depicting the Maharashtrian way of life. In a way, it is a tribute to our in-laws!" In this show, the Behls depict how relationships are nurtured in a Maharastrian family.

If the diversity and newness factor affected the producers so much, one can imagine the impact it will have on viewers. Naturally they would like to see more of what goes on elsewhere in the country. Little wonder that you find shows based in Rajasthan, Jharkhand and remote corners of Uttar Pradesh these days.

Interestingly, however, we have not seen too many successful shows based on South Indian families. Is their any particular reason? Is the language barrier acting as an obstacle? Ekta seems to agree. She says, "We do not have a very strong viewership in South India for our shows. However, once it's translated and telecast, it gets good ratings." Whatever the case may be, no one is complaining. If Mile Sur Mera Tumhara, promoted unity among diversity in the 80s, different Hindi serials have taken up the mantle now. Undoubtedly, it is a delight to get a taste of different cultures on the small screen

-vandy-IF-Stunnerz

Anurag Basu is back! No, it isn't the Kites director making a comeback, but the return of Ekta Kapoor's favourite screen character. The screen queen's latest drama Taryay Liyay (Monday to Thursday at 10pm on STAR Plus), set and shot in Calcutta, will have small screen heartthrob Harshad Chopda playing the role of Anurag, close to five years after Cezanne Khan took the character to near-iconic heights in Ekta's own Kasautii Zindagii Kay.

"Anurag's character is the most powerful in the show. He is someone who starts off being ignorant about love, then knows about it, gradually understands it, falls in love himself and finally sacrifices for love. I move from being a boy to a man, from immaturity to maturity," says Harshad, who first became popular as the romantic Prem in Ekta's Kis Des Mein Hai Meraa Dil.

Set in Calcutta, the Taryay Liyay crew will camp in the city over the next couple of months to shoot the show in various real locations in and around the city. "We could have shot it all on set, but Ekta was very keen on capturing the flavour and fervour of the city in Taryay Liyay. We will shoot in places typical of Calcutta. I am particularly excited because I love the city," says Harshad. "There will also be quite a bit of Bengali dialogues since most of the characters will be Bengali," he adds.

Just the promos may have been shot so far, but the actor from Jaipur already feels that Taryay Liyay will prove to be a winner. "Normally it is seen that with any new show, the actors take some time to adjust to their characters and to adjust with each other. This has not been the case here because Taryay Liyay has a very well-written script and strong characterisation," says Harshad.

Harshad also has very kind words for co-star Anupriya Kapoor who was last seen in Miley Jab Hum Tum and who plays the role of Taani in the serial. "She's a natural actor and our chemistry should definitely become a talking point," he predicts.

And how does it feel returning to the Ekta Kapoor fold after the success of Kis Des? "Ekta knows the business inside out. The scenes she writes are not easy to emote, but they are extremely powerful and you can't help but act them out to the best of your ability. There can be no one better than her."

--Neha--Goldie

STAR PLUS achieves all time high of 443 GRPs in week 25'10

Media NewsMumbai, June 23, 2010

Star Plus' line up of superlative content, engaging story lines and high octane events, which entertain, inform and mirror the happenings in society are doing phenomenally well according to data from TAM Media Research.

Tere Liye – the most recent launch opened with a very good rating viz. 3.8 TVR, which is the best opening and launch average for a show on Star Plus in the last one year since Laadli Bebo. The ratings of recent launches and current chart toppers have also gone up – Sasural Genda Phool (3.1 TVR), Pratigya (5.1 TVR), Saathiya (2 TVR), Yeh Rishta (5.2 TVR), Bidaai (5 TVR), along with Zara Nach Ke Dikha in the non-fiction category (2.5 TVR), which has the channel seeing a growth of 108 GRPs over last week. In the events genre, Star Parivaar Awards 2010 delivers 7.2 TVR making it the highest rated film / TV event since 2007!

Star Plus rules in weekday prime time, weekday afternoon and weekend programming slots. With the channel's recent refreshment of its brand philosophy announced 12 days ago, the channel is well on its way to endearing itself to Indian viewers with the eclectic, innovative and unique line up of content it is giving to its fans.

Commenting on this immense achievement by the channel, Anupam Vasudev, EVP Marketing, STAR Plus said, "We feel vindicated and humbled by the immense popularity being showered upon Star Plus – both on its recent offerings as well as ongoing shows. Achieving 443 GRPs (the highest achieved by any GEC in the past 3 years) is so mean feat. I would like to reiterate that we will ensure that we provide our viewers with great content that is both entertaining and relevant".

He further added, "The step we took as India's leading network to refresh our identity and philosophy is our endeavour and commitment to further deepen our bonds with our viewers. We aim to do this with top-of-the-line content that reflects our philosophy 'Rishte Wahi, Soch Nayi' – a fresh perspective on life and relationships."

The first data since Star Plus had its revamped is out and it shows the channel rocketing ahead, leaving its rivals well behind.

Indian viewership data for Week 25 of 2010 puts Star Plus touch a new high of 443 GRPs (335 GRPs last week), bettering its own 159 week old record. This is 61% higher than Colors (276 GRPs) and 92% higher than ZEE TV (231 GRPs).

The 108 GRPs growth of Star Plus is spurred by an unprecedented 7.2 TVR from Star Parivaar Awards 2010, making it the highest rated film/TV event since 2007 (new Star Plus logo was revealed on this show) and an all-round better performance across all shows.

New launch 'Tere Liye' opened with an impressive 4 TVR and averaged 3.8 TVR for the week, making it the best opening and launch average in the last one year on Hindi GEC.

Unfortunatley, Sony Entertainment Television Asia had a tumble. It was down to 125 GRPs, while Imagine TV and SAB TV were neck and neck with 93 GRPs.

--Neha--Goldie

STAR Plus bets on love story on primetime; Colors chooses non-fiction

Both the leading general entertainment channels are preparing to launch a slew of shows. STAR Plus' new show, a love story drama produced by Balaji Telefilms, will be launched in the 10 PM slot on weekdays. The show's concept is the brainchild of Ekta Kapoor, managing director, Balaji Telefilms, and this marks her comeback on STAR Plus.

"The first time this creative union happened, it became historic; a new STAR was born. For the last 10 years, everything that has been done on television was influenced by us. We hope a new paradigm of entertainment will be created this time too," said Uday Shankar, CEO, STAR India, referring to the channel's runaway successes, such as Kyunki Saas Bhi Kabhi Bahu Thi.

The fiction show, Tere Liye is based in Kolkata, and traces the love saga of two individuals -- Anurag and Taani. Tere Liye will replace Sabki Laadli Bebo, which will be moved to the 6.30 PM slot. Tere Liye will compete with Uttaran on Colors and 12/24 Karol Bagh on Zee.

Considering that Tere Liye is a love story, music is being used as a marketing tool for the show. STAR Plus has released a song under Times Music, sung by Kailash Kher, which is being played on all radio stations. As the show progresses, the channel plans to have more music releases.

Besides, a campaign across outdoor, television and digital will be rolled out to promote the show.

STAR Network is also believed to be working on a new corporate identity. Although currently under wraps, a new logo and packaging for the network is on the cards. More new shows are also expected from the channel in the next few months.

Meanwhile, on Colors, a new fiction show, called Thoda Hai Thode Ki Zarurat Hai will be launched on June 07. It will replace Swarg, which currently occupies the 7.30 PM slot.

Colors will also launch a reality game show, Kitchen Champion, in mid-June. The cookery show on Colors' afternoon time-band will feature characters from the various shows on the channel, who will compete to win the title of 'Kitchen Champion'.

Among other non-fiction offerings, Colors has its platter full with new seasons of India's Got Talent, which will be launched in August; followed by Khatron Ke Khiladi; and then the next season of Bigg Boss, which is slated for end of the year.

It has been an interesting battle for the No. 1 rank, as Colors ruled the roost continuously for several weeks; only to be replaced by STAR Plus, which has been commanding the highest share in the general entertainment genre for the past few weeks. As per the latest weekly report from TAM, STAR Plus and Colors have garnered shares of 24 per cent and 20 per cent, respectively.

nivedithaIF-Sizzlerz

Star Plus, Ekta Kapoor and Harshad Chopda.! The trio creates
magic when
they come together. After 'Kis Desh Mein Hai Meraa Dil', the trio has
come up with 'Taryay Liyay', a intense love story. Expectedly, the
viewers have given their nod to it too.

In its opening week,
'Tarayay' maintained an average TVR of 3.8, according to the TAM data
for the week 25 (June 13-19). The show, that airs at 10.00 pm opened
with a TVR of 3.96 on Monday. In the following days, Taryay Liyay
clocked TVRs of 3.75, 3.94, 3.69, and 3.79 respectively.

The
Colors show 'Uttaran', which ruled this slot and was the sixth rated
show in the last rating, slipped to number 25 this week. 'Taryay Liyay'
may not have crossed the 4 TVR mark, but it's evident that it has
greatly altered the viewership at the 10.pm slot. 'Uttaran' started the
week with a TVR of 4, improved to 4.18 and 4.4 on Tuesday and Wednesday
respectively, but then dropped to 3.18 on Friday. As opposed to this,
'Taryay Liyay' leapfrogged above 'Uttaran' on Friday with a TVR of 3.79.
Star Plus will hope it gain ascendancy over its rival show in the
coming week.

For the lead actress Anupriya Kapoor, who was
earlier replaced in the Balaji show 'Bayttaab Dil Kee Tamanna Hai' , the
good opening of 'Taryay Liyay' will perhaps erase the bad memories.

"I'd
like to take this with a pinch of salt. That issue had flared up
because of certain miscommunication between the production house and me.
'Bayttaab' is a closed chapter," said Kapoor.

Commenting on the
good opening, the girl says, "Honestly speaking, I was expecting good
ratings. Our show has a different concept. It's not like your typical
saas-bahu sagas. When was the last time that we saw a show which had the
lead in a mental asylum in its very first episode. Viewers have liked
the treatment of the opening episodes."

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